The role of language, appearance, and smile on perceptions of authenticity versus rapport

Abstract

Today’s environment is multiethnic and businesses try to attract customers to ethnic services. Both verbal elements, such as language spoken, and nonverbal elements, such as appearance and smile, influence customer perceptions. While some elements may be seen to increase perceptions of authenticity, others may come at the expense of perceived rapport. Therefore, this research investigates language spoken, ethnic appearance, and smile on customer perceptions of authenticity and rapport using two between-subjects experimental design studies. In addition, as employees and other customers in the social servicescape can affect the focal customers’ experience, this research examines both employee and other customer perceptions in the two separate studies. Results from the two studies find that ethnic appearance and smile significantly affect customer perceptions of authenticity and satisfaction. Language spoken by employees also significantly affects customers’ authenticity perceptions. Surprisingly, language use and ethnic appearance do not negatively affect perceptions of rapport.